Paid Media Marketing In 2025: 7 Changes Marketers Should Make via @sejournal, @brookeosmundson

Paid media marketers, take a deep breath – 2024 was a whirlwind, wasn’t it?

AI officially moved from buzzword to business-as-usual, with tools like Google’s Gemini and Microsoft’s Copilot changing how we create ads, manage campaigns, and even analyze performance.

Privacy updates threw yet another curveball, with third-party cookies trying to fade into the sunset, but then Google reversed its decision, and platforms stepped up with new privacy-friendly targeting solutions.

Oh, and let’s not forget TikTok and Reddit leveling up their ad platforms, making them serious players for advertisers looking to diversify beyond Google and Facebook.

And then there’s Google’s AI-generated search overviews. If you haven’t seen them yet, they’re already shifting how ads show up in search results, adding new dynamics to a space we thought we had figured out.

Basically, the industry didn’t slow down this year – it sped up.

As we head into 2025, the message is clear: Staying still is not an option. The platforms are evolving, consumer behavior is shifting, and if you’re not testing, adapting, and optimizing, you’re falling behind.

Whether it’s leaning into AI, rethinking targeting, or getting smarter about how you spend your ad dollars, there’s no shortage of ways to level up your paid media game this year.

So, let’s talk about seven tangible changes you can make next year to keep your campaigns ahead of the curve.

These aren’t theoretical tweaks – they’re practical, actionable strategies you can implement today to drive better results tomorrow. Let’s dive in.

1. Embrace The Shift To Conversational AI In Ad Creation

Conversational AI tools like Google’s Gemini and Microsoft’s Copilot enable ad creation and optimization in a more fluid, interactive way.

They’re becoming essential for marketers who want to scale ad variations without exhausting creative resources.

If you’re looking to test and scale how this can work for you, start small with AI-generated ad copy tests. Use the conversational AI tools within the Google Ads platform to create a few new ad variations that differ from your standard copy.

For instance, if your current ads are heavily CTA-focused, let the AI suggest more storytelling or benefits-driven language and test these versions in a limited campaign to gauge performance.

Another tip is to start experimenting with ad personalization at scale. AI tools allow you to input audience insights, such as location or interests, to create tailored ad variations.

Create segmented ads that appeal to different demographics or psychographics and use split testing to identify which approach resonates best.

Lastly, whenever you’re using AI-generated content, make sure to set aside time to review those suggestions monthly. Take note of recurring suggestions that could highlight hidden opportunities or adjustments you may not have initially considered.

2. Refine Ad Targeting With Data Privacy In Mind

With the unreliability of third-party cookies, the upcoming year marks the need for refined targeting strategies that balance effectiveness with privacy.

Tools like Google’s enhanced privacy features and Microsoft’s predictive audience segmentation help ensure you’re reaching the right users in a compliant way.

Now’s the time to develop a robust first-party data strategy. Start by auditing your first-party data to identify gaps and potential sources for future data.

You can also utilize your customer relationship management (CRM) tools and website data collection to capture behavior-based insights and create audience segments you own.

Additionally, because both Google and Microsoft allow Customer Match solutions, it’s a great time to review those policies.

Google is updating its Customer Match policy in January 2025 to ensure that first-party data being used in campaign targeting has been collected with consent.

This leads to implementing a consent-based tracking strategy for your company.

Use tools like cookie consent managers and transparency banners to build trust and ensure you’re gathering data responsibly. If you don’t, you’re at risk of not being able to use first-party data solutions by the ad platforms.

When creating a consent-based tracking strategy, it’s also a good idea to proactively share with users how you use their data and offer clear opt-out options. Transparency is key in this two-way buyer and seller relationship journey.

3. Optimize For AI-Driven Search Ad Placements

AI-generated search summaries, especially in Google’s AI Overviews, are creating new ad placements and impacting traditional ad performance. This trend requires close monitoring and proactive adjustments to stay competitive.

As these new ad placements continue to roll out, here are a few tips to make sure your PPC ads are optimized for this new wave of AI content.

• Monitor CTRs On AI-Influenced Placements: Start tracking the click-through rates of ads appearing in AI-generated results versus traditional SERPs. This insight can help you understand whether AI-generated placements impact user engagement and identify areas for improvement.
• Create Specialized Assets For AI Overviews: Use images, headlines, and descriptions designed for short attention spans. For instance, include a compelling image and a clear, concise CTA in your ad to boost appeal in this new placement.
• Review Performance Max Insights Regularly: Google’s Performance Max campaigns, which include AI-driven placements, provide insights into what combinations work best across channels. Use this data to refine ads in other campaigns where similar placements are available.

4. Lean Into Multi-Channel Campaign Integration

With consumers using multiple platforms interchangeably, paid media strategies must embrace an integrated, omni-channel approach.

Platforms like TikTok and Reddit have built out more robust ad offerings, providing marketers with more cross-platform synergy.

Start by mapping out a cross-platform customer journey. Outline your audience’s touchpoints across different platforms.

For instance, if your customer typically discovers products on TikTok but purchases through Google Shopping, ensure you’re present and active on both channels with consistent messaging.

Another item to keep in mind is utilizing platform-specific metrics to refine your strategy.

Each platform has unique engagement metrics. For example, on TikTok, you can monitor completion rates and engagement (likes, comments) to assess content effectiveness.

LinkedIn, on the other hand, is a place to focus on connection and message response rates.

Tailor your content based on what performs best on each channel. Each channel should have a different content strategy, not just putting the same ads across all platforms, hoping that one of them will click with a user.

5. Optimize Creative Customization With AI Image Editing

AI-powered image editing allows for rapid customization across visuals, which is critical for multi-audience campaigns.

Canva’s integration with Google Workspace and Microsoft’s AI image generator simplifies the creative process, enabling customization without extensive design resources.

To make the most of these AI editors and integrations, start with creating templates for faster customization.

Design or download templates on Canva that match your brand guidelines, making it easy to adjust colors, fonts, and messages for different audiences with minimal effort.

The templates can help you maintain visual consistency while catering to different segments.

To take it up a notch, try running A/B tests on custom visuals. Create two or more variations of AI-edited images to test different elements.

When testing creative, make sure to test differences that are noticeable enough. Track which visual styles drive the most engagement, and use those insights to guide future designs.

If you’re targeting multiple locations in your ads, use AI tools to adjust visuals for regional appeal.

For example, if you’re running an ad in New York and California, you can use AI to create images that feature landmarks or seasonal elements relevant to each location.

6. Enhance Attribution Tracking And Adjust KPIs Accordingly

A multi-device world demands better attribution tracking to understand the entire customer journey.

Google’s Enhanced Conversions and Microsoft’s Customer Insights provide more reliable data across touchpoints, helping marketers adjust KPIs to reflect complex engagement patterns.

To start, review enhanced conversions for first-party tracking to determine if this makes sense for your account.

Enhanced Conversions capture data from form fills or purchases to match offline actions back to Google Ads. When setting this up, make sure your campaigns reflect actual conversions, not just clicks, allowing for more accurate reporting.

Additionally, if you’re still using Last Click attribution models, you will be left in the dust.

It’s time to move beyond last-click attribution to track the impact of each customer touchpoint. You can use Google Analytics or Microsoft’s attribution reports to assess the role of each ad in a customer’s journey, and allocate credit accordingly.

Lastly, when it comes to measurement, it’s time to evolve your key performance indicators (KPIs). Not every channel in your marketing mix should be measured by direct purchases.

Just last year, in North America, the average person owned 13 devices – a 63% increase from 2018.

Users leverage multiple devices during their purchase journey, accounting for more visits but fewer conversions. No wonder conversion rates are decreasing!

For example, if you’re running a brand awareness campaign on TikTok for an audience who’s never heard of you, your KPIs should not be measuring purchases.

Track meaningful metrics like engagement rates, increase in branded search queries, or time on site to understand how those platforms contribute to long-term brand growth and loyalty.

7. Make Influencers Part Of Your Marketing Model

Small and large influencers alike are an awesome resource at your fingertips, just as long as your audiences align.

Even brands with a few thousand followers can utilize influencer marketing to make a big difference and gain traction in the market.

You can use AI tools to help you find the top influencers in your space. Then, figure out a Cost Per Acquisition (CPA) for working with them.

From there, you can create a win-win partnership that gets you more leads or purchases while the influencer earns income.

However, be sure to vet your influencers carefully. Users are quick to spot inauthentic content, so make sure that your influencer strategy includes real, authentic voices that truly love and use your product.

Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget and overall goals.

Your 2025 Plan Should Be Evolving

Paid media isn’t about keeping up – it’s about staying ahead.

The industry is moving faster than ever thanks to AI tools, helping us rethink how we work, while privacy changes and new ad formats force us to refine how we connect with our audiences.

The days of “set it and forget it” are long gone. Today, success means constantly testing, tweaking, and evolving your strategy to meet the moment.

The good news?

These changes shouldn’t be seen as obstacles, but opportunities.

By embracing AI for ad creation, experimenting with emerging platforms, and creating a truly user-first experience, you’re not just keeping up with the trends. You’re setting yourself up to thrive in a more competitive landscape.

The bottom line: This is your chance to get creative, think strategically, and use every tool at your disposal to drive results.

Paid media is evolving, and so should you. Let’s make this the year you push boundaries, test boldly, and grow your impact like never before.

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Featured Image: TarikVision/Shutterstock

Insights From Microsoft Ads Partners: Copilot And PMax via @sejournal, @LisaRocksSEM

Microsoft released several updates on Copilot and ads in October this year.

Following that, at the recent Microsoft Advertising Partner Pulse meeting*, Microsoft dove deeper into the updates, including results of research, enhanced Copilot ad integration, and optimization best practices for Performance Max campaigns, among others.

These updates mark more steps forward in Microsoft’s effort to refine the AI search experience and integrate the ad platform into conversational search.

They provide businesses with a way to stay ahead in AI technology advancements while effectively managing their Microsoft Ads.

Consumer Perception Of AI Search Results

The updated Microsoft Copilot clearly separates organic content from sponsored ads.

Ads are now integrated into entire conversations during a session, rather than just appearing after the last prompt, aligning with their simplified design.

As Copilot enters its first year, Microsoft has taken a closer look at consumer perceptions of AI-driven conversational search, often referred to as “chat.”

Its latest study reveals a growing trust in chat platforms for search, offering insights into how this technology reshapes user behavior and expectations.

The research focused on U.S. consumers who have experience with a conversational search platform. It found that users view chat as both complementary and, in some cases, superior to traditional search.

Users particularly value the speed and relevance of chat results, finding the results easier to understand compared to sifting through traditional search results.

Key findings:

• Trust in Generative AI: 38% of U.S. consumers report being “very trusting” of results from generative AI, while 50% of current Copilot users describe their trust level as “very trusting” or “completely trusting.”
• High Engagement Levels: Among Copilot users, 50% engage with the platform multiple times per week, and 16% use it daily. This indicates that many users have moved beyond experimentation and integrated Copilot into their daily routines.
• Accuracy Levels: 77% of users believe that chat and traditional search are equally accurate, with 38% finding chat results more precise for their needs.

Microsoft believes this shift marks a fundamental change in how people interact with search technology.

As traditional keyword-based search gives way to conversational queries, users like the more detailed and relevant results.

Consumer Perception Of Ads In Chats

Consumers are becoming more comfortable seeing ads in their chat experiences because the ads feel relevant and personalized.

According to Microsoft, the data shows:

• Ad Recall: 38% of users recall seeing ads during their chat sessions.
• Positive Sentiment: Of those who remember seeing ads, 75% reported that the ads had no negative impact on their experience. In fact, 42% noted that the ads improved their experience, enhancing their journey by providing useful and relevant information.

Why This Works

The success of ads in chats lies in their alignment with user intent. Chat users perceive these ads as being relevant to their searches.

This hyper-relevant targeting allows ads to blend seamlessly into the chat experience, earning trust and confidence in the results.

The Opportunity For Advertisers

As chat usage grows, so do the opportunities for brands to connect with consumers.

The research shows that a third of chat users already use these platforms to research products or brands they want to purchase. They also use chat beyond just researching products and brands.

Consumers are turning to chat platforms for a variety of tasks, including:

• Finding recipes and meal ideas.
• Planning trips and finding travel deals (17%).
• Searching for gift ideas (19%).
• Learning about health conditions.

The variety of use cases presents new opportunities for advertisers to connect with consumers at different stages of their decision-making journeys.

Because the ads are served based on sessions rather than individual queries, they can be more timely and relevant.

PMax Is The Best Performing Ad Format In Copilot

Looking at ad opportunities in Copilot, Microsoft’s data shows that Performance Max (PMax) is the top-performing format.

Ads within Copilot outperform traditional search ads in click-through rates (CTR).

Another critical metric is the rate of “quick click backs,” where users click an ad but quickly return because the landing page content didn’t meet their needs.

Microsoft found that Copilot ads result in fewer quick click backs than traditional search ads.

These performance benefits are attributed to the previously mentioned deeper engagement and conversational context in Copilot.

Why Performance Max Stands Out

According to Microsoft, Performance Max campaigns consistently outperform their other ad formats:

• Responsive Search Ads (RSA): PMax delivers higher engagement compared to standard responsive search ads.
• Shopping Campaigns: PMax shopping campaigns drive more conversions than traditional shopping campaigns.
• Multimedia Ads: PMax shows with fewer quick click backs and more engaged users.

Microsoft highlights that this higher level performance comes from PMax’s ability to analyze the context of conversations within Copilot, serving more relevant ads.

Best Practices For Optimizing For Copilot In Microsoft Ads

Microsoft Ads recommends three key best practices to help advertisers maximize the potential of Copilot in the Microsoft Ads platform:

• Use PMax for Maximum Coverage: PMax integrates assets and optimizes them across various formats, making it a good fit for reach, engagement, and conversions in Copilot.
• “Optimize Once, Benefit Twice”: There’s no need to create separate campaigns for Copilot because it is enabled in existing search campaigns. Instead, Microsoft takes your optimized search campaigns and finds opportunities to display them within the Copilot chat experience.
• Productivity with New Tools: To further improve campaign management and performance, Microsoft highlights the importance of using its latest tools, Performance Snapshot and Diagnostics, to get AI-powered insights and recommendations for the account.

The better the existing search campaigns are optimized, the better chance those ads will perform well in Copilot. Focusing on efficient search strategies now carries over to ads in Copilot.

Performance Max: Microsoft’s Best Practices For Setup And Optimization

Microsoft shared recommendations on how advertisers can get the most out of PMax, detailing deeper best practices for setup with key levers to drive better performance with advanced AI automation.

• Audience Signals: These signals are crucial for directing the AI toward high-value prospects. Use tools like remarketing, custom audiences, and customer match, which provide signals and guidance to the algorithm.
• Search Themes: These keyword-based signals provide important context to the AI, improving targeting accuracy and relevance.
• Brand Exclusion Lists (Pilot): This feature, currently in testing, lets you exclude branded queries where you don’t want your ads to appear. It’s also useful for strategic targeting, such as avoiding competitor terms or focusing on conquesting opportunities.

Other areas to optimize for success include:

• Budgets.
• Bid strategies.
• Goals and targets.
• Web exclusions.
• Assets.
• Product feeds.
• URL expansion.

Recommendations For Setting Up PMax Campaigns

To achieve the best results, Microsoft offered several actionable tips and outlined expectations for advertisers:

Time To First Impression

• Retail campaigns typically show results within three days.
• Non-retail campaigns may take up to four days.

Learning Period

• Allow two to four weeks for the AI to fully optimize.

This phase requires patience and depends on factors like:

• A conversion volume of 30+ in the past 30 days.
• Conversion cycle length.
• Industry type and seasonality.

Budget Recommendations

• Allocate 25-30% of your Google Ads budget to Microsoft Advertising.
• Provide two to three times the budget of historical standalone search campaigns for PMax to maximize effectiveness.

Best Practices

• Ensure adequate budgets to avoid constraints.
• Leverage audience signals and search themes for precise targeting.
• Use the bid landscape tool to make informed decisions on target bids.
• Strategically manage constraints like product or location focus during testing phases.

What’s Next For PMax

Microsoft continues to enhance PMax with new features on the horizon, including:

• Goals focused on acquiring new customers.
• Improved audience insight reports.
• Expanded support for video assets.

Summary

Microsoft’s recent updates to Copilot and ad integration reflect a strategic push to redefine the advertising landscape with AI-driven conversational search.

With rising consumer trust in generative AI and enhanced ad relevance within chat experiences, businesses have an opportunity to connect with their audience in more meaningful ways.

Microsoft stands firmly behind Performance Max campaigns and their new AI tools to deliver efficiency and engagement in the ad platform.

By exploring these advancements, advertisers have the potential to stay ahead in an evolving AI ads ecosystem.

*All the data and information above are taken from the Microsoft Advertising Partner Pulse meeting in November 2024.

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Featured Image: Prostock-studio/Shutterstock

Cross-Channel Remarketing Campaigns: A Complete Guide via @sejournal, @brookeosmundson

In a perfect world, consumers would purchase after just one interaction with a brand.

The reality is, we don’t live in a perfect world.

Unfortunately, many brands believe that building the perfect campaign structure, having the neatest set of keywords, and writing the most brilliant ad copy is all it takes to bring in sales.

Let’s face it: When was the last time you bought something after being introduced to a product for the first time?

With everyone having multiple devices, it’s no wonder our attention spans are shorter than ever.

We go from work on a big screen to going home and watching another big screen – all while scrolling that little screen in our hands!

This is where cross-channel remarketing comes into play.

Cross-channel remarketing helps you reconnect with users across different platforms, giving you more chances to engage them and boost your results.

Whether you’re an experienced PPC marketer or just starting out, this guide will break down everything you need to know to create effective cross-channel remarketing campaigns.

We’ll cover key strategies and tips to help you build and refine campaigns that work.

What Is Cross-Channel Remarketing?

Cross-channel remarketing is the practice of re-engaging users across multiple digital platforms after their initial interaction with your brand.

Instead of limiting follow-up ads to a single channel, cross-channel remarketing spreads your message across various platforms such as Google Ads, Facebook, Instagram, LinkedIn, and even programmatic display networks.

This strategy ensures that your brand remains top-of-mind for potential customers wherever they spend time online.

Why Does Cross-Channel Remarketing Matter?

Customers don’t stick to one channel when browsing the web – and neither should your remarketing strategy.

Here are some compelling reasons why cross-channel remarketing is a must:

• Extended Reach and Engagement: By using multiple platforms, you can reach a broader audience and reinforce your brand message more effectively.
• Higher Conversion Rates: Remarketing users across different channels increases the likelihood of converting them, as they encounter your ads in various online environments.
• Improved Personalization: Each platform has unique targeting options that enable you to tailor your message to specific audience segments.
• Better Data Utilization: You can combine data from different channels to gain a comprehensive understanding of user behavior and campaign performance.
• Enhanced Brand Recall: The repetitive yet varied exposure across multiple platforms strengthens brand recall, making it more likely for users to choose your brand when they’re ready to convert.

Are Multi-Channel And Cross-Channel Remarketing The Same Thing?

While the two may be similar, it’s important to distinguish the difference between the two.

Multi-channel remarketing means you’re targeting audiences across different channels. For example, a campaign that targets both Google Display and YouTube channels.

While they’re targeting multiple channels, they work independently from each other, with no communication between them.

Cross-channel remarketing, on the other hand, is on a whole different level where the channels are connected. It allows you to track and record interactions and better facilitate the customer’s purchase journey.

How To Set Up Your Own Cross-Channel Remarketing Strategy

Creating a successful, holistic cross-channel remarketing strategy involves a carefully thought-out approach.

Consider the following steps when creating your brand’s remarketing strategy:

1. Define Your Goals

Start by clearly defining what you want to achieve. Are you looking to drive conversions, build brand awareness, or encourage user engagement?

Establishing your primary and secondary goals will help inform your creative and targeting strategy across each channel.

Pro tip: Align your goals with the marketing funnel. For instance, use upper-funnel channels like display networks for brand awareness, and mid-to-low funnel channels like search and social for conversions.

2. Choose Your Platforms Wisely

Not all channels are created equal. The platforms you select should align with your audience’s online habits and the nature of your offering. For instance:

• Google Ads: Great for search intent and display advertising.
• Facebook and Instagram: Perfect for visually engaging campaigns.
• LinkedIn: Ideal for B2B audiences.
• Programmatic Networks: Excellent for scale and dynamic creative capabilities.

Choosing your platforms by industry is just as important. Make sure to select platforms where you know your audience is and meet them where they’re at. A few examples include:

• Ecommerce: Google Display Network, Facebook, Instagram, TikTok, and programmatic platforms can showcase product images and shopping ads.
• B2B Services: LinkedIn, Google Search, and remarketing through industry-specific platforms (e.g., Capterra) can yield high engagement.
• Hospitality and Travel: Instagram Stories, Facebook video ads, and Pinterest can inspire users, while Google Search catches high-intent travelers.

3. Segment Your Audiences Accordingly

Audience segmentation is crucial for effective remarketing.

Create custom audience lists based on user behavior, such as site visitors, product viewers, or past customers.

Leveraging data from your CRM, website analytics, and ad platforms can help you segment audiences to tailor your messaging appropriately.

If you’re looking to advance your audience segmentation strategy, try these ideas:

• Time-based Segments: Target users who have visited your site within the last 7, 30, or 90 days.
• Interaction-based Segments: Retarget users who engaged with a specific feature, downloaded a resource, or viewed a video.
• Customer Value Segments: Differentiate between high-value and lower-value customers to allocate budget efficiently.

How To Integrate Your Creative Strategy

A successful cross-channel remarketing campaign requires a cohesive, creative strategy, which is why creative deserves its own section here.

If you’re not sure how to get started with your creative strategy, use these steps below as a guide.

1. Maintain Consistent Branding

Ensure your ads across channels align with your brand’s voice and aesthetic. This consistency helps build trust and recognition among users.

It will be easier for users to recognize your brand after repeated exposure throughout different channels.

Here are a few visual consistency tips for your creative:

• Use the same color palette, logo placement, and typography across channels.
• Maintain a similar tone of voice in ad copy, even if the wording varies based on platform character limits.

2. Adapt Creative For Each Platform

While consistency is key, each platform has unique ad formats and best practices.

For example:

• Google Display Ads: Use simple visuals and a clear call-to-action.
• Facebook and Instagram Ads: Leverage video and carousel formats for higher engagement.
• LinkedIn Sponsored Content: Focus on professional, insight-driven content.

This doesn’t mean you need to completely recreate the wheel (no pun intended) for each creative asset by platform!

By following the same set of branding and principles, you can easily adapt your creative to each individual channel with these simple tips:

• Static Images vs. Video: Use eye-catching images for static ads and short, engaging videos for platforms like Instagram and TikTok.
• Interactive Elements: Use carousels or polls on platforms like Instagram to increase user interaction.

3. Use Dynamic Ads

Dynamic ads automatically personalize ad content based on users’ past interactions.

This tactic can significantly improve performance, especially in ecommerce campaigns where product recommendations are key.

The two biggest benefits of dynamic ads are personalization and scalability.

With a personalized experience, users are more likely to engage with ads that display items they previously viewed or added to their cart.

Additionally, with dynamic ads, it’s easier to scale personalization without needing to create hundreds of unique ad creatives.

How To Track And Measure Success

Tracking cross-channel performance is essential to refine your strategies over time.

In order to monitor and measure your campaigns effectively, follow the steps below.

1. Implement Unified Tracking

Ensure you have comprehensive tracking mechanisms in place across all channels.

Using tools like Google Analytics, Tag Manager, and platform-specific pixels allows you to gather insights into user behavior and conversion paths.

A great unified tracking tool to implement is Google Tag Manager (GTM). If you’re running ads on multiple channels, it really simplifies the process of managing tags into one cohesive solution.

Additionally, there are cross-channel attribution software tools that help you gain better visibility on how each channel contributes to overall performance.

2. Leverage Multi-Touch Attribution Models

Single-touch attribution (e.g., last-click) often fails to capture the full picture of user engagement across channels.

Multi-touch attribution models, such as linear or time-decay, give credit to all touchpoints within the buyer journey.

By default, Google Analytics 4 (GA4) uses the data-driven attribution model. This model uses machine learning and historical data to give credit to each marketing touchpoint that leads to a conversion.

Other attribution models available include:

• Linear Model: Distributes equal credit to all touchpoints.
• Time-Decay Model: Gives more credit to touchpoints closer to conversion.
• Position-Based Model: Assigns 40% credit to the first and last interaction, with the remaining 20% distributed among the middle touchpoints.

Best Practices For Cross-Channel Remarketing

Optimizing your cross-channel campaigns is an ongoing process. It should not be seen as a “set and forget” strategy because there are so many underlying factors that contribute to stellar or poor performance.

Here are some best practices to get you started.

1. Set Appropriate Frequency Capping

Avoid overwhelming users by setting frequency caps to limit the number of times they see your ad within a specific timeframe.

In most platforms, impression capping is found in the campaign or ad group settings.

Additionally, some platforms offer more advanced frequency capping options by hour, day, or lifetime.

2. Align Your Messaging With The User Journey

Ensure your remarketing messages correspond to the user’s stage in the buyer journey.

A first-time site visitor might see an ad highlighting product benefits, while a cart abandoner could receive an ad with a discount code.

A very basic user journey messaging alignment example could be:

• Top-of-Funnel (TOFU): Showcase educational content or brand stories.
• Middle-of-Funnel (MOFU): Focus on product features, customer reviews, and case studies.
• Bottom-of-Funnel (BOFU): Include promotions, limited-time offers, or free trials.
• After Purchasing (Retention): Provide rewards for product reviews, refer-a-friend promotions, or affiliate messaging.

3. Monitor And Optimize Performance

Track key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS).

Use A/B testing to find the best-performing creatives and make data-driven adjustments.

Some optimization tips include:

• Rotate Creatives Regularly: Swap out ad creatives every few weeks to avoid ad fatigue.
• Review Audience Overlap: Ensure that your audiences across platforms don’t overlap excessively, leading to inefficiencies.
• Analyze Competitor Strategies: Use third-party tools to review competitors’ cross-channel strategies and adjust yours accordingly.

Cross-Channel Challenges And How To Overcome Them

Cross-channel remarketing success doesn’t come without its hurdles.

A few common challenges (and solutions) to consider when embarking on your cross-channel strategy:

• Attribution Complexity: Determining which channel deserves credit for a conversion can be tricky. Use multi-touch attribution models to better understand how each channel contributes to user actions.
• Budget Management: Distributing budget effectively across channels can be challenging. Regularly review your budget allocation and adjust based on performance.
• Creative Fatigue: Users may grow tired of seeing the same ads repeatedly. Rotate creatives regularly to keep content fresh and engaging.

Cross-Channel Marketing Requires A Balance

Cross-channel remarketing is a powerful tool for engaging users and boosting your conversion rates.

By understanding your audience, diversifying your platforms, and optimizing your creative strategy, you can create a cohesive experience that guides potential customers from awareness to action.

Implement these practices to ensure your campaigns resonate with your audience and maximize ROI.

The reality is, cross-channel marketing requires a balance of strategy, testing, and monitoring.

Stay adaptable, keep an eye on what resonates with users, and be ready to refine your approach.

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Featured Image: Vitalii Vodolazskyi/Shuttestock

From Launch To Scale: PPC Budget Strategies For All Campaign Stages via @sejournal, @navahf

We tend to craft budgets based on major objectives and real-world business timing.

This makes sense, as our real-world priorities should influence where we put our marketing dollars and at what velocity.

However, many don’t take the ad platform mechanics into consideration when setting initial, growth, and lower priority budgets.

This can mean successful campaigns tank due to too much investment too quickly, or that previously successful campaigns don’t behave after a period of pausing.

We’re going to invest some time discussing:

• • The mechanics of budgets.
  • How much to invest at the beginning.

• How to scale campaigns without tanking them.
• How to preserve lower priority campaigns.

It’s important to note that this post will do its best to abstain from opinions on account strategy.

There are many paths to profit, and while I have strong data-backed feelings on which paths have a higher probability of success, the point of this post is just to look at budgets.

As such, I’ll be sticking with Google and Microsoft, though some of the points can apply to Meta, Amazon, and LinkedIn.

The Mechanics Of Budgets

Before we dive into the core topic, it’s important to establish a baseline of how budgets work.

Advertisers set daily, monthly, or lifetime of the campaign budgets. When you set a daily budget, Google and Microsoft will do their best to hit it as an average across 30.4 days.

For example, if you wanted to invest $2,500 per month in a campaign, you’d set a daily budget of $82.24.

While it’s possible for that budget to double (i.e., you could spend up to $164.48 in a given day) across the 30.4 days, it should still come up to $2,500.

If you want more control than that, you can use portfolio bidding strategies to include bid floors and bid caps.

Image from author, November 2024

Bid floors (minimums) ensure you’ll bid enough to enter the auction.

These can be helpful when you know your budget is a bit low for the campaign targets, and there’s a real risk of Google/Microsoft underbidding to conserve your budget.

Bid caps (maximums) are safeguards against wild spikes in the auction that force you to bid more than you’re prepared to invest with a single click.

These spikes often happen when you’re going after expensive ideas and/or you’ve set a lower ROAS goal.

If you’re interested in a more detailed outline of bidding, you can check out this post that goes into it in depth.

How Much To Invest At The Beginning

Now that we have our baseline established, let’s talk about beginning budgets.

There are two main considerations when establishing a starting budget:

• Is the account brand new, or are there existing campaigns that can give it a halo effect?
• Does this campaign represent a test or a core part of my account?

We can debate the ethics of this, but brand-new campaigns in new accounts almost always cost more than new campaigns in established accounts. This is because ad platforms need data, and if you’re starting from scratch, you won’t have:

• Account conversion thresholds.
• Meaningful Quality Scores on your campaigns.
• Established negative and placement exclusion lists.

I typically budget in at least 20% extra for all new campaigns in brand-new accounts for the first three to four weeks. This allows the campaigns to gradually build up their data and for me to eliminate waste.

Once the campaigns have begun bringing in conversions and they seem to be spending at an expected level, I’ll lower the budgets back down to the expected budget provided the following things are true:

• The impression share lost to budget is less than 5%.
• Stakeholders aren’t hungry for more volume and are happy with the current CPA/ROAS.

If the campaign is being launched in an existing account with at least 90 days of data and trustworthy conversions, I’ll set the budget based on the agreed-upon goals and value.

Before launching the campaign, it’s critical to have a conversation that includes the following information:

• How many leads/sales are we currently getting, and where can that number grow without any operational change?
• Will customers always be worth the same amount, or is the value dynamic?
• Are there drastically different conversion rates based on how a customer engages, or are they essentially the same?

These questions will ensure you budget enough to get enough clicks in your day to get enough valuable leads for your conversion rate to kick in.

They also will help you keep your products/services organized by margins and serviceability, which will help mitigate conflicting goals that hurt budget efficiency.

Finally, it is important to acknowledge that testing budgets, while lower than normal budgets, still need to meet certain thresholds.

If your budget can’t fit at least 10 clicks in the day, it is likely setting itself up for failure because a 10% conversion rate is really good for non-branded search, and budgeting for fewer than 10 clicks in your day is banking on a better than 10% conversion rate.

How To Scale Campaigns Without Tanking Them

Once a campaign has proven itself, you might be tasked with finding a way to scale it. More money all at once is rarely the answer.

While there are instances where campaigns are performing great and the only thing “wrong” is impression share lost to budget, in most cases, big budget increases will result in increased CPCs and flat conversion lift.

This is because the budget added to high impression share campaigns will just allow the bids to be more aggressive.

If your campaigns have impression share lost to budget (at least 15%), it can make sense to add 5-10% increases every other week till you hit impression share lost due to budget of 5%.

You just need to be careful about learning periods if you’re using smart bidding.

Learning periods take five days to clear, and there is a correlation between their chaos and how young the account is. Essentially, the newer the account, the more conservative you need to be.

Optmyzr data on PMax data when other campaigns are present or not. (Image from author, November 2024)

For campaigns with a more complete impression share, scale means looking at creating more demand or expanding into services/markets that didn’t make the budget cut before.

This could mean layering in Performance Max if you’re unsure how to build video and display campaigns. It could also mean new search or demand-gen campaigns. The core success measures you’re looking for are:

• Does your original search campaign start to lose impression share due to budget (i.e., there are more people searching now)?
• Are there new types of customers coming in (ways of searching, asking if your company can address them, etc.)?
• Are your original campaigns maintaining CPCs/CPAs while starting to pull in increases in leads?

How To Preserve Lower Priority Campaigns

It’s inevitable that business priorities will fluctuate, and campaigns might need to relinquish budget.

However, there are some really important mechanics to keep in mind when deciding what to do with a low-performing/priority campaign.

If there is a chance you will ever want to run with it again (i.e., you’re testing something that requires you to take its budget), lower the budget to a non-spending amount.

This is because pausing campaigns for longer than one to two days can result in risks to their ability to perform again.

While higher-spending campaigns have an easier time mitigating this risk due to the volume of data they accumulate, there’s still a risk they will take one to three months to recover.

By lowering the budget to a non-spending amount and excluding the data from that campaign in the bidding settings, you’ll be able to mitigate the risk.

Image from author, November 2024

If you’re a seasonal business, you can use the seasonality options to help ad platforms understand why you spike your spends to help them prepare for the big uptick.

Final Takeaways

Budgeting is more than just coming up with a number you want to spend per month.

Marketers need to balance the mechanics with business goals to succeed. This means factoring in ad platform algorithms, as well as inputting brand data.

If you know that you need results quickly, be pragmatic about which channels you invest your budget.

On the flip side, if conversion efficacy is the issue, you may need to opt for the slower budget ramp.

However you approach your budgeting, know that there are always ways to safeguard it and direct it through targets and exclusions.

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Featured Image: BongkarnGraphic/Shutterstock